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A Comparative Study of Chinese and German Kitchenware Advertising Slogans Based on Hofstede’s Cultural Dimension Theory

Qianyue Chen

Abstract


Based on Hofstede’s cultural dimension theory, an empirical study was conducted to analyze the cultural factors of advertising slogans for a total of 60 kitchenware products from 20 companies on well-known Chinese and German online shopping platforms in 2023. The findings show that China and Germany exhibit cultural characteristics in three dimensions: long-term versus short-term orientation, individualism versus collectivism, and uncertainty avoidance. The results reinforce the importance of culture in the field of international sales and help brands to better grasp the direction of marketing.

Keywords


Hofstede’s cultural dimension; Advertising slogans; Cross-cultural

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References


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DOI: http://dx.doi.org/10.18686/ahe.v7i10.8231

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